Interview with Loveth Ajufoh Izeogu: Transforming Beauty Standards through Skincare

In an exclusive interview with The September Standard, former beauty Queen Loveth Ajufoh Izeogu shares her inspiring journey from the glitz and glamour of beauty pageants to the intricacies of the skincare industry. With a passion for empowering individuals to embrace their unique beauty, she opens up about the defining moment that led her to create Bodye Beautiful, a brand dedicated to enhancing natural beauty and confidence. The September Standard explores her incredible journey, milestones achieved in the skincare industry, and her vision for the future.

The September Standard: Loveth, can you describe your transition from the world of beauty pageants to the intricacies of skincare? What inspired this remarkable journey?

Loveth: My transition from the world of beauty pageants to the intricacies of skincare has been a fascinating and transformative journey. It’s like stepping from one spotlight to another, but with an even greater purpose. There was one defining moment that propelled me into the skincare industry. I was the current Miss Unilag then and had travelled to South Korea for the world Miss University pageant. I observed the high and somewhat unattainable beauty standards and expectations we pageant queens put on ourselves, most widely expressed in Asia, where flawless perfection was expected. I saw the immense pressure individuals faced to conform and mask their imperfections. This eye-opening experience became the driving force behind creating Bodye Beautiful, dedicated to enhancing natural beauty and helping individuals embrace their uniqueness.

The September Standard: As Bodye Beautiful celebrates its 5th anniversary, what are the brand’s most significant milestones? How has the brand evolved, and what impact has it had on the skincare industry?

Loveth: Bodye Beautiful’s 5th anniversary is a significant milestone, and I’m incredibly proud of our journey. Some of our most considerable landmarks include expanding from a one-person venture to a team of over 15 dedicated staff, opening three branches, establishing global distribution channels, and launching a production factory. We’ve empowered Nigerian youths to provide for their families in a challenging economy. We’re at the forefront of natural skincare remedies and innovations, with updated formulations meeting international standards. Since our inception, we’ve evolved to provide skincare solutions globally, redefining beauty standards to empower individuals to embrace their natural beauty and confidence.

The September Standard: The mission of Bodye Beautiful emphasizes inclusivity and empowering every skin type and shade. Why was this mission critical for your brand, especially in a market saturated with beauty standards? How does Bodye Beautiful work towards breaking these conventions?

Loveth: The mission of inclusivity and empowering every skin type and shade is at the heart of our innovations at Bodye Beautiful. It’s crucial to recognize that beauty comes in several forms. We believe true beauty lies in embracing one’s uniqueness, and no one should ever feel excluded or inadequate. In a market filled with beauty standards, we actively embrace diversity and authenticity. Our skincare solutions cater to a wide range of skin types and shades, promoting a message of self-acceptance and empowerment. We’re encouraging a shift towards a more inclusive and equitable beauty industry by celebrating beauty in every shade and emphasizing safe, natural practices.

The September Standard: Can you highlight some of the flagship products from Bodye Beautiful that exemplify the brand’s commitment to inclusivity? Are there any upcoming launches or services that fans of Bodye Beautiful should be excited about?

Loveth: One of our standout products is the Mahika Whitener, also known as the Magic Whitener, which addresses hyperpigmentation and dark knuckles for a wide range of skin tones. Our best-seller, the Himala Lotion, is renowned for repairing damaged skin and rejuvenating the skin to heal stretch marks naturally. As for future innovations, I can’t reveal specific details, but we’re committed to empowering individuals to embrace their unique beauty and confidence. Stay tuned for exciting new products and services.

The September Standard: Looking back at the past five years, what was your biggest challenge, and how did you overcome it? As Bodye Beautiful grows, where do you see the brand in the next five years?

Loveth: We encountered a lack of understanding from individuals with rigid views about skincare. It’s essential to emphasize that skincare is a matter of personal choice, and open-mindedness is crucial in understanding and respecting these choices. In the past five years, starting with limited resources and a small team presented a significant challenge. However, careful resource allocation, strategic partnerships, and continuous reinvestment in our brand’s growth led to team expansion, new branch openings, and improved product offerings. In the next five years, Bodye Beautiful’s vision is to become a global household name, solidifying our presence in more regions, introducing innovative skincare solutions, and reinforcing our commitment to inclusivity and diversity.

The September Standard: How have your experiences from the pageantry world influenced the ethos and direction of Bodye Beautiful? What advice would you give to other entrepreneurs looking to transition from one industry to another, especially in sectors as distinct as pageantry and skincare?

Loveth: Experiences from pageantry shaped Bodye Beautiful’s values, emphasizing the importance of diversifying and creating products to foster individuality. My advice to entrepreneurs changing industries is to follow your passion, stay humble, keep learning about the industry, get a mentor, and start small. Dream big, be resilient, adapt, and believe in yourself. If you fail, learn from it and try again. Do not give up.

The September Standard: For someone new to Bodye Beautiful, which product or service would you recommend as a starting point? What message would you like to convey to all the young girls and women who look up to you as a beacon of confidence?

Loveth: For someone new to Bodye Beautiful, I recommend starting with our Mahika Whitener to address hyperpigmentation or the Himala Lotion for skin healing and stretch marks. To all the young girls and women who see me as a symbol of confidence, I want to convey this message: Embrace your uniqueness, believe in your abilities, and never let anyone define your worth. Confidence comes from within, and it’s a journey of self-discovery. Be true to yourself, follow your passions, and not be afraid to chase your dreams. You are capable of achieving greatness, and your voice and presence matter. Keep shining and inspiring others with your confidence and authenticity.

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The online destination and fashion journal that goes beyond the surface and taps the pulse on all things FASHION. First out of Nigeria and increasingly across the continent, with wit, intelligence and humour.


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